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All Journal International Journal of Business and Applied Economics (IJBAE) Inovasi Sosial: Jurnal Pengabdian Masyarakat
Karnalim, Teofilus
Universitas Ma Chung
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering

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Implementasi Strategi Promosi dan Publikasi Digital untuk Kegiatan Rohani Gereja Katolik Keuskupan Malang Erica Adriana; Teofilus Karnalim; I Gusti Ngurah Agung Arya Bhakta Narayana; Aland Christian; Yeremia Hari Wibowo
Inovasi Sosial : Jurnal Pengabdian Masyarakat Vol. 2 No. 3 (2025): Agustus : Inovasi Sosial : Jurnal Pengabdian Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/inovasisosial.v2i3.1909

Abstract

The Catholic Spiritual Revival (KRK) was a large-scale spiritual event organized by the Catholic Charismatic Renewal Body of the Diocese of Malang, aimed at revitalizing the faith and service spirit among Catholics in the post-COVID-19 period. Held on November 2, 2024, at the New Hongkong Ballroom Araya Malang, the event brought together participants from 18 different prayer communities, with a target audience of 1,200 people. To support the success of this initiative, the Publication Division—comprised of a community service team from the Faculty of Economics and Business at Ma Chung University—was tasked with planning and implementing an effective promotional strategy. The team focused on a cost-efficient and high-impact digital publicity approach, which included creating digital content for social media platforms, hosting webinars, and developing a targeted online promotion campaign. The implementation of this digital strategy proved to be highly successful. Ticket sales surpassed expectations, with over 900 tickets sold two weeks before the event and actual attendance exceeding 1,200 people. These outcomes demonstrated the strong appeal and reach of the event’s publicity efforts. In addition to increasing awareness, the visual and content strategies helped build community engagement and enthusiasm ahead of the event. This report presents a comprehensive review of the planning and execution phases of the publication strategy, highlighting key challenges, creative processes, and collaborative efforts. It also offers practical recommendations for future events of similar scale, especially in leveraging digital media to enhance participation and outreach. The success of KRK 2024 underscores the value of strategic communication and visual branding in religious and community-based events.
The Influence of Viral Marketing and Brand Awareness on Consumer Purchase Intentions for Mixue Beverage Products in Malang Broto, Felik Sad Windu Wisnu; Karnalim, Teofilus; Anastasia, Monica
International Journal of Business and Applied Economics Vol. 3 No. 4 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v3i4.10350

Abstract

In the current digital era, viral marketing and brand awareness have become crucial strategies for companies to increase sales and attract consumer interest. This study aims to examine the impact of viral marketing and brand awareness on the purchase intentions of Mixue beverage consumers in Malang. The research employs a quantitative approach, collecting data through surveys using questionnaires distributed to Mixue consumers in Malang. The data analysis results show that viral marketing has a significant positive effect on the purchase intentions of Mixue consumers in Malang. The higher the intensity of viral marketing, the greater the consumers' purchase intentions. Additionally, brand awareness also has a significant positive impact on purchase intentions. Consumers with high brand awareness tend to have higher purchase intentions for Mixue products. Simultaneous analysis indicates that viral marketing and brand awareness together significantly affect consumer purchase intentions. Therefore, it is essential for Mixue in Malang to effectively enhance viral marketing and brand awareness strategies to boost consumer purchase intentions. These strategies have proven effective in increasing the sales of Mixue products in Malang.
Co-Authors Aland Christian Anastasia, Monica Broto, Felik Sad Windu Wisnu Erica Adriana Gracesttela, Christoffel Jehezkiel Lie, Jessica Narayana, I.G.N.A.A. Bhakta Sucipto, Eriko Yeremia Hari Wibowo